Digital Marketing Channels: The Landscape [Coursera]

In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course.

10 videos, 9 readings, 3 practice quizzes

1. Video: Welcome to Digital Marketing Channels: The Landscape
2. Reading: Syllabus
3. Reading: About the Discussion Forums
4. Reading: Glossary
5. Reading: Brand Descriptions
6. Reading: About the Rubric for Peer Assessment
7. Reading: Social Media
8. Reading: Getting to Know Your Classmates
9. Practice Quiz: Orientation Quiz
10. Reading: Module 1 Overview
11. Reading: Module 1 Readings
12. Video: 1-1.1 Lesson Objectives
13. Video: 1-1.2 What is Digital Marketing?
14. Video: 1-1.3 Traditional Marketing Concepts and Strategy
15. Video: 1-1.4 Crafting Your Marketing Strategy
16. Video: 1-1.5 What We've Learned
17. Practice Quiz: Lesson 1-1 Practice Quiz
18. Video: 1-2.1 Lesson Objectives
19. Video: 1-2.2 What Is Content Marketing?
20. Video: 1-2.3 What We've Learned
21. Practice Quiz: Lesson 1-2 Practice Quiz
22. Video: Module 1 Review

Graded: Module 1 Peer Assessment

Graded: Module 1 Quiz

You will learn about the marketing channel landscape, which will cover both traditional and digital channels, and explore digital media channels and their pros and cons.

12 videos, 2 readings, 2 practice quizzes

1. Reading: Module 2 Overview
2. Reading: Module 2 Readings
3. Video: 2-1.1 Lesson Objectives
4. Video: 2-1.2 Advertising Spending Across Media
5. Video: 2-1.3 Television
6. Video: 2-1.4 Radio
7. Video: 2-1.5 Out-of-Home
8. Video: 2-1.6 Print
9. Video: 2-1.7 Digital Channels: Overview
10. Video: 2-1.8 What We've Learned
11. Practice Quiz: Lesson 2-1 Practice Quiz
12. Video: 2-2.1 Lesson Objectives
13. Video: 2-2.2 Converging Media, Fragmenting Audiences
14. Video: 2-2.3 What We've Learned
15. Practice Quiz: Lesson 2-2 Practice Quiz
16. Video: Module 2 Review

Graded: Module 2 Peer Assessment

Graded: Module 2 Quiz

In this module, you will learn two key components of marketing, market research and pitching your marketing plan, and how both of these facets of marketing have been shaped by digital channels.

10 videos, 2 readings, 2 practice quizzes

1. Reading: Module 3 Overview
2. Reading: Module 3 Readings
3. Video: 3-1.1 Lesson Objectives
4. Video: 3-1.2 Market Research Overview
5. Video: 3-1.3 Key Concepts in Market Research
6. Video: 3-1.4 Online Research Methodologies
7. Video: 3-1.5 Other Avenues for Online Research
8. Video: 3-1.6 What We've Learned
9. Practice Quiz: Lesson 3-1 Practice Quiz
10. Video: 3-2.1 Lesson Objectives
11. Video: 3-2.2 Developing and Executing the Digital Plan
12. Video: 3-2.3 What We've Learned
13. Practice Quiz: Lesson 3-2 Practice Quiz
14. Video: Module 3 Review

Graded: Module 3 Peer Assessment

Graded: Module 3 Quiz

You will learn the current state of the art in the digital landscape, as well as trends that will affect the landscape’s future by exploring new technologies, their rate of adoption, and how this affects today’s marketers and the brands that they represent.

10 videos, 2 readings, 2 practice quizzes

1. Reading: Module 4 Overview
2. Reading: Module 4 Readings
3. Video: 4-1.1 Lesson Objectives
4. Video: 4-1.2 What's Ahead for the Future?
5. Video: 4-1.3 New Technologies
6. Video: 4-1.4 Mergers and Acquisitions in the Digital Space
7. Video: 4-1.5 Changes in Media Platform and Business Models
8. Video: 4-1.6 What We've Learned
9. Practice Quiz: Lesson 4-1 Practice Quiz
10. Video: 4-2.1 Lesson Objectives
11. Video: 4-2.2 Pulling It All Together
12. Video: 4-2.3 What We've Learned
13. Practice Quiz: Lesson 4-2 Practice Quiz
14. Video: Module 4 Review

Graded: Module 4 Peer Assessment

Graded: Module 4 Quiz